The Evolution and Practice of Content Strategy

Has there been a change to the concepts and practice of content strategy in the past 15 years?

There have been several changes to content strategy over the past decade. A dynamic field that changes in response to technology, developing content holds high importance across most industries.

2008 (15 years ago)

The spring of 2008 marked a significant milestone in the evolution of content strategy, as it witnessed the first inaugural Intelligent Content Conference.

This event was the first of its kind. It dedicated itself to content creation and formulating cohesive content strategies. Founded by Ann Rockley, this conference showcased how companies could both manipulate content and deliver it on a large scale.

In addition, Kristina Halvorson, the CEO of Brain Traffic, played a crucial role by providing the first definition of web content strategy:

“Content strategy guides planning for the creation, delivery, and governance of useful, usable content” (Working in Content, 2020).

While these terms and ideas may seem common today, they were groundbreaking at the time. The year 2008 also witnessed the emergence of Apple’s iPhone, a device that would soon revolutionize the landscape of content strategy.

2013 (10 years ago)

After a period of navigating a rapidly evolving digital world, the Content Marketing Institute undertook the task of distinguishing content strategy from content marketing.

Unlike content marketing, content strategy is not directly concerned with consumer relationships; rather, its primary focus is treating content as a valuable asset.

Essentially, content strategy serves as a comprehensive plan. It involves thorough research, strategic planning, and thoughtful execution. The content strategy serves as the foundational framework for marketed content.

2018 (5 years ago)

By 2018, content strategy evolved to encompass two interdependent parts: content engineering and content operations. Two parts of the content strategy whole, these concepts are dependent on one another to succeed:

“Content engineering is the technical side of content, and content operations is the process and governance side, to ensure that a content strategy can be implemented (Bailie, 2020).

These parts are important in large-scale operations, as they focus on optimizing the production of content while ensuring perfect delivery time to leverage assets and meet goals. During this period, content strategists began to be recognized as content engineers, highlighting their multifaceted role in shaping content strategy.

Today and beyond

With a high need for content, organizations are now realizing the intrinsic value of their content. As content strategy evolves, it will be increasingly important to recognize trends, as these are constantly changing in the digital world. Though the principles of content strategy remain the same, there will no doubt be many changes as technology advances.

Budget, Buy-In, and Prep for Success. Why is this so important in developing a content strategy?

To be successful in content creation, one must understand budget allocation, buy-in from stakeholders, and preparation for success.

Budget allocation

As a content strategist, aligning your plans with the overall budget is imperative. If you have a strategy that stretches budget limits, it will not be as effective and potentially harm other facets of your marketing department.

To start this, first figure out what could be improved about your content. Before embarking on a comprehensive content strategy project, it’s essential to improve your existing content. Conducting a thorough content audit lays a solid foundation for the project and improves its likelihood of maximizing the company’s return on investment.

Gaining Buy-In

Next, a content strategist should work to secure buy-in from other stakeholders within the organization regarding the necessity of the project. Articulate a compelling case for your content plan, emphasizing its minimal associated risks:

“Decision makers have a harder time saying no to something with little risk… as long as you can demonstrate why it’s worth prioritizing” (Casey, 21).

The attainment of buy-in from various stakeholders significantly enhances the potential of effectively leveraging the marketed content.

Prep for Success

By dedicating time to enhancing the quality of the organization’s content and effectively gaining support, a strategist is setting themselves up for success. This preparation not only sets the groundwork for outstanding implementation but also positions the strategist to achieve the plan that they envision.

Hi! My name is Kristin Ardese and I am a professional Graphic Designer and Marketing Strategist. I hope that by sharing some of my expertise, I can help offer valuable insights and build an engaging community.